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Kleenex have a new campaign and a new site – all about “letting it out.” The ads broke in the US and on the New Year (according to MediaPost) and they’re up on YouTube already…

For my money, it’s heavily influenced by last year’s YouTube classic “Free Hugs Campaign.” Which I think was a song promo, really. Whatever it was, it had that warmth that made it infectious and the original has over 8 million views. Plus, look at the amount of spin-offs and comments that have been made. Definitely in the phenomenon category.

I don’t feel the same warmth for the Kleenex campaign, but it’s interesting nonetheless… worth having a look at, at least!